For the second consecutive year, Coca-Cola has unveiled its traditional Christmas ad, relying entirely on artificial intelligence. The American company, known for its iconic festive campaigns, confirms it has further reduced human intervention compared to the previous edition.
A legendary Christmas ad… generated with artificial intelligence
In an official statement, a Coca-Cola spokesperson declared: “We must continue to move forward and push boundaries. The genie is out of the bottle, and we can’t put it back in.” This overarching idea aims to explore the possibilities offered by emerging technologies, while minimizing the human resources involved in production.
Which AI was used for the Coca-Cola ad?
The production of this 2025 advertisement involved collaboration with several specialized studios: Secret Level, Silverside AI, and Wild Card. These partners leveraged various generative AI models, such as Leonardo, Luma, Runway, and Kling, to design the visuals and animated sequences.
Also read on this topic: Will AI replace artists?
Coca-Cola’s AI Christmas ad: Internet users are not impressed
On social media, public reactions are predominantly critical.
Many internet users regret a lack of authenticity in the images produced. “It’s so obvious it’s AI, the images have no soul, the animals look like zombies, it’s disturbing,” comments one user.
Others nostalgically recall older campaigns, such as the 2006 one directed by Nagi Noda, accompanied by music from Jack White. Aired only once, this ad was shot in a single take on film, without digital effects, with motionless actors to simulate real snapshots.
A new creative world?
Can we speak of artistic creation when AI entirely generates a video? Not to mention the long list of professions disappearing with AI-generated videos: from video creation to editing, including directors, actors, lighting technicians, set designers, and practical effects specialists.
This debate highlights growing tensions around the integration of AI into creative fields, where technical efficiency is sometimes perceived as a sacrifice of artistic depth. Coca-Cola has not yet responded to specific criticisms, but the company maintains that this strategy is part of an inevitable evolution of the advertising sector.
Source & video: X account @DiscussingFilm
